Haier water heater zhibang cupboard
Summary of "Difficult" Cabinet Promotion
Holidays have always been a competitive business opportunity in the Red Sea, and many merchants have also launched various promotional activities to dazzle consumers. At present, the integration of cabinet appliances has gradually become the mainstream consumption trend in the cabinet market, which not only satisfies the convenience of consumers' one-stop shopping, but also maximizes the interests of businesses, and many promotional activities even include it in the overall planning arrangement; At this time, some manufacturers lack integrity, and promotional activities often produce the phenomenon of shoddy. The side is often secretive and cunning, and people who spend money can't settle accounts. In fact, they don't spend money on welfare. In this regard, people who spend money should be especially careful to "shop around" and not blindly impulsive, so as not to fall into the attractive promotion trap.
Numbers game, the wool is on the sheep.
In many store exhibitions, you can often see such shocking promotional activities as "reducing 2000 yuan" and "reducing 3000 yuan", which makes consumers feel that they have got a big bargain. But have these products really been reduced so much?
In fact, this is a digital game that merchants often play with consumers on weekdays. For example, in the off-season, I mean, it doesn't matter whether the price of popular products is raised or not, and then just find an interface and start to discount. In fact, the discounted price is its real retail price.
In addition, some manufacturers like to "raise the price first, then discount". For example, the price of a cabinet appliance should be raised by 1000 yuan first, and then the advertisement should be lowered by 1000 yuan during the promotion. In fact, the original price is still the same, which only makes consumers feel that the price reduction is very large, thus stimulating consumption.
Word games, after all, are the right to interpret the inside story.
In order to attract consumers, many manufacturers have played attractive promotional advertisements, such as "1 discount", "lifetime warranty" and "buy cabinets as gifts". However, many consumers found that it is actually very difficult to really enjoy these benefits after actual experience.
For example, some spendthrift people were attracted by the advertisement of "Buy a microwave oven for 9999 yuan" and bought a set of cabinets for 9999 yuan. When asked for a microwave oven, Bi was told that the cabinet he bought was not within the scope of donation. Looking at the advertisement carefully, I found that there was a bracket at the end of the advertisement, which said "restricted vehicle types", taking advantage of the loopholes that the spenders didn't notice.
A brand advertising "one-stop purchase of cabinet electrical products, cabinets above 9998 yuan 1998 yuan electrical appliances" is very attractive. After asking in the store, I realized that if you buy the brand for 9998 yuan, you will get a coupon with a face value of 1998 yuan, which contains vouchers with different face values from 5 yuan, 10 yuan and 50 yuan. Suppose consumers want to apply for these vouchers, they must also buy the goods designated by the mall and spend a certain amount, and they can only apply for one voucher at a time. This means that consumers want to get the benefits of 1998 yuan, and must buy an extra set of cabinets.
Under the cruel fact discount, "tricky" is heavy.
In recent years, with the emergence of a large number of hardware cabinet brands, especially powerful brands, the hardware cabinet market has experienced unprecedented fierce competition. In this market situation, slogans such as "discount", "lowest price" and "cost price" have become the means for some cabinet brands to seize the market. However, some experts pointed out that there are often "catty" among them, and consumers should carefully distinguish between true and false.
Experts said that it is difficult to reflect the true essence of cabinet discount, but it will often disturb the calm mind of consumers. For example, the whole cabinet of a certain brand is publicly marked below 20% discount, but it may actually be "inferior to people" or "insufficient size" in terms of materials. For example, the size of white light board is the same as that of imported wood grain board, but the cost difference is nearly 50%; The height of hanging cabinets of European standard size is 72 cm, which is essentially different from that of hanging cabinets of 60 cm and 50 cm. The price difference between imported hardware and domestic hardware is also several times. What's more, some companies use their own cabinets, which is lower than the price of others.
Let's take all kinds of cabinet materials for example. Now, many salespeople of whole cabinets recommend high-grade materials to consumers as soon as they come up, such as crystal XXX board and silver diamond XXX board. "Do you think it's expensive? Particleboard is also good, it can be cheaper. " Less than the last one, more than the next one. Relatively speaking, many consumers will accept it. The countertop should account for a large part of the cost of the whole cabinet. Take the Yanmi cabinet quoted as 1800 yuan as an example. If you use the best artificial stone countertops made in China, it will cost more than 700 yuan. However, the technical level of artificial stone in China is uneven at present. Some inferior domestic artificial stones, as long as each linear meter is from 300 yuan to 500 yuan, even people in the industry can hardly see any obvious difference in appearance. A linear meter of countertops can have a price difference of several hundred yuan, which provides a great adjustment space for business profits.
The bottom plate of the cabinet is also very tricky. For example, when introducing products, many salespeople usually say to use damp-proof boards. After special treatment, the moisture-proof effect is good, of course, the price is a bit expensive. But in fact, everyone in the industry knows that the most important thing in cabinets is the waterproof of countertops and the connection of water pipes. The requirements for moistureproof are not high, so many kitchens do not have floor drains. The so-called moistureproof board is actually just a kind of treatment on ordinary MDF. Moreover, in terms of cost, moisture-proof board and particleboard are much lower than other boards in processing difficulty, auxiliary materials and mechanical loss. It can be seen that many businesses use consumers' inexperience to "fool people".
If the accessories in the cupboard are labeled as "imported from abroad" and "technical patent", the price will rise several times at once. For example, a brand has a top and bottom seasoning strip with a cost not higher than 100 yuan, and the price is above 1600 yuan.
The real benefits of consumption.
Reporter's Tip: In the specific purchase process, the price is only a reference indicator, and it has reference value only when the materials, configuration grades and workmanship levels are equivalent. To a certain extent, choosing a cabinet brand with stronger brand recognition and strength will ensure the quality more.